Megatrends

The most influential Megatrends set to shape the world through 2030, identified by Euromonitor International, help businesses better anticipate market developments and lead change for their industries.

Beauty and Personal Care in Mexico

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Executive Summary

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Beauty and personal care is a growing market in Mexico

In 2017, beauty and personal care in Mexico posted a high single-digit current value sales increase coming from a combination of volume growth and unit price rises that resulted from high inflationary rates in the country. Growth drivers in 2017 also included innovation and marketing campaigns attracting consumers’ interest in trading up to more sophisticated products, such as those with multifunctional benefits, or mass products that incorporate ingredients and delivery formats resembling those of premium brands.

According to Asociación de Internet.mx (the Mexican Internet Association), in 2016 the percentage with internet access reached 70% of the population, up from 66% in 2015.

Strong international companies lead beauty and personal care

The top three players in beauty and personal care are Colgate-Palmolive de México SA de CV, Unilever de México S de RL de CV, and Procter & Gamble de México SA de CV. Each is present in several categories, for example, Colgate-Palmolive’s core business is oral care, but it is also present in bath and shower and deodorants.

Innovation brings dynamism to beauty and personal care

Given the competitive environment for some beauty and personal care categories, innovation will remain a relevant strategy for companies to differentiate themselves from their competitors. For example, Candiflux Dedicado a Ti intimate wash has launched a product marketed for girls between four and 12 years old.

Beauty and personal care expects further growth over the forecast period

Beauty and personal care is expected to post low single-digit CAGR growth at constant 2017 prices over the forecast period. Population rise and product innovation will contribute to the growth of categories such as shampoos, manual toothbrushes and bar soap.

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